Season to date, NBC ranks #3 among the major networks in adults 18-49, adults 25-54 and total viewers, and is tied for #2 in adults 18-34.

NBC highlights for the week of March 22-28:

* On Sunday, “The Celebrity Apprentice” increased versus the prior week by 8 percent in adults 18-49 and 7 percent in total viewers. “Celebrity Apprentice” was up 27 percent in 18-49 rating and 17 percent in total viewers versus NBC’s non-sports average in its time period this season prior to “Celebrity Apprentice.”

* “Celebrity Apprentice” grew by 19 percent in 18-49 rating and by 22 percent or more than 1.4 million persons in total viewers from its first half-hour to its fourth, to rank #1 in the final half-hour of primetime in adults 18-49, adults 18-34, adults 25-54 and other key demographics measures.

* Also on Sunday, “Minute To Win It” grew versus the prior week by 6 percent in adults 18-49 and by 12 percent in total viewers. From its first half-hour to its second, “Minute” increased by 47 percent in 18-49 rating and by 32 percent or more than 1.5 million persons in total viewers

* On Friday, “Who Do You Think You Are?” ranked #2 in its time period - and #1 among non sports programming opposite CBS’s NCAA Basketball - in total viewers, while ranking #1 overall in women 18-49 and women 25-54. “Who Do You Think You Are?” improved on NBC’s average in the time slot during the traditional 2008-09 season by 25 percent in adults 18-49 and 38 percent in total viewers.

* On Thursday, “Community” delivered its highest 18-49 rating since March 4 and its biggest overall viewership since February 11, ranking #2 among the major networks (and #1 in non-sports programming) among adults 18-49, adults 18-34 and all key adult-male demos.

* Also on Thursday, “Parks and Recreation” ranked #2, and #1 non-sports, among the major networks at 8:30 p.m. ET in adults 18-49, adults 18-34 and all key adult-male demos. “Parks” retained 95 percent of its 18-49 lead-in and has now retained 95 percent or more of it is lead-in with 19 of 20 original telecasts this season.

* Additionally on Thursday, “The Office” won its time period in adults 18-34, topping all other network programming, including CBS’s NCAA Basketball telecast in that demographic. “The Office” was the #1 non-sports program in the half-hour in all key adult-male demos.

* Among all primetime scripted series this week on the broadcast networks, “The Office” ranked #7 in adults 18-49 and #2 in adults 18-34.

* On Wednesday, “Law And Order: Special Victims Unit” captured its highest 18-49 rating and biggest overall viewership of the season, winning its hour decisively in adults 18-49, total viewers and all other key measures.

* “Law And Order: SVU” on Wednesday was up 57 percent in 18-49 rating and 50 percent or 3.5 million persons in total viewers versus NBC’s average in the slot during the traditional 2008-09 season.

* On Tuesday, “Parenthood” increased week-to-week by 17 percent in adults 18-49 and 20 percent in total viewers to deliver its top results in both measures in three weeks.

* “Parenthood” won its time period in adults 18-49 and all other key demos versus ABC’s “V” recap and CBS’s “Good Wife” encore. In adults 18-49, “Parenthood” prevailed by a 69 percent margin over its closest broadcast network competitor.

* Also on Tuesday, “The Biggest Loser” gained 31 percent in 18-49 rating and 24 percent in total viewers from its first half-hour to its fourth, despite competition that included Fox’s “American Idol,” CBS’s “NCIS” and “NCIS: LA” and ABC’s “Lost.” “Loser” added 7 percent in 18-49 rating and 11 percent in total viewers versus the prior week, attracting its biggest overall viewership in three weeks.

Ratings reflect “live plus same day” data unless otherwise noted. Season-to-date figures are averages of “live plus seven day” data except for the two most recent weeks, which are “live plus same day.”

Additional NBC highlights for the week of March 22-28:

On Monday, March 22 from 8-9 p.m. ET, “Chuck” averaged a 1.9 rating, 5 share in adults 18-49 and 5.5 million viewers overall in a time period that included competition from ABC’s “Dancing with the Stars” premiere, CBS’s comedies and Fox’s “House” encore. “Chuck” grew from its first half-hour to its second by 11 percent in adults 18-49 (to a 2.0 from a 1.8), 13 percent in adults 18-34 (1.8 vs. 1.6), 14 percent in men 18-49 (2.4 vs. 2.1) and 24 percent in men 18-34 (2.1 vs. 1.7). It is worth noting that so far this season, “Chuck” has added an average 21 percent to its 18-49 rating and more than 1.1 million total viewers when going from its “live plus same day” to its “live plus seven day” results.

Monday at 9 p.m. ET, “Trauma” averaged a 1.4/4 in 18-49 and 4.3 million viewers overall in a time period that included competition from ABC’s “Dancing with the Stars” premiere, CBS’s “Two and a Half Men” and “Big Bang Theory” and Fox’s “24.” From its first half-hour to its second, “Trauma” increased by 7 percent in 18-49 rating (1.5 vs. 1.4).

Monday from 10-11 p.m. ET, “Law And Order” (1.8/5 in adults 18-49, 6.0 million viewers overall) built on its lead-in from the previous hour by 29 percent in adults 18-49 and 39 percent in total viewers. “Law and Order” also increased from its first half-hour to its second in adults 18-49, adults 25-54 and in total viewers while rival dramas on ABC and CBS in the time period declined half-hour to half-hour in all three measures. “Law and Order” has added an average 27 percent to its 18-49 rating when going from its “live plus same day” to its “live plus seven day” results

On Tuesday, March 23 from 8-10 p.m. ET, “The Biggest Loser: Couples” (3.0/8 in adults 18-49, 8.1 million viewers overall) was up versus the prior week by 7 percent in 18-49 rating (3.0 vs. 2.8) and 11 percent in total viewers (8.1 million vs. 7.3 million), attracting its biggest overall viewership in three weeks. “Biggest Loser” ranked #2 in its two-hour time period in adults 18-49, adults 25-54, adults 18-34 (tie) and all key adult-female demos behind only Fox’s two-hour “American Idol.”

From its first half-hour to its fourth, “Loser” gained 31 percent in adults 18-49 (to a 3.4/9 from a 2.6/8) and 24 percent or more than 1.7 million persons in total viewers (to 9.0 million from 7.3 million) in a highly competitive time period that included Fox’s “American Idol,” CBS’s “NCIS” and “NCIS: LA” and ABC’s “Lost.”

Tuesday from 10-11 p.m. ET, “Parenthood” (2.7/8 in 18-49, 7.0 million viewers overall) won its time period in adults 18-49, adults 18-34, adults 25-54 and all other key demos versus ABC’s “V” recap and CBS’s “Good Wife” encore. In adults 18-49, “Parenthood” prevailed by a 69 percent margin (2.7 vs. a 1.6 for ABC’s “V” recap).

Week-to-week, “Parenthood” was up 17 percent in adults 18-49 (2.7/8 vs. 2.3/7) and 20 percent or 1.2 million persons in total viewers (7.0 million vs. 5.8 million). These were the top “Parenthood” results in three weeks in both measures.

Wednesday at 9 p.m. ET, a rebroadcast of “Law and Order: Special Victims Unit” (1.5/4 in 18-49, 5.7 million viewers overall) locked up increases versus the prior week’s encore telecast of 25 percent in 18-49 rating (1.5 vs. 1.2) and 14 percent in total viewers (5.7 million vs. 5.1 million). These are the top results for an “SVU” encore telecast in this time period this season. From its firs half-hour to its second, the “SVU” rebroadcast grew by 31 percent in 18-49 rating (to a 1.7 from a 1.3) and by 20 percent in total viewers (to 6.3 million from 5.2 million).

Wednesday at 10 p.m. ET, “Law and Order: Special Victims Unit” (3.3/10 in 18-49, 10.6 million viewers overall) captured its highest 18-49 rating and biggest overall viewership of the season to date. “SVU” won its hour decisively in adults 18-49, total viewers and all other key measures versus ABC’s “Ugly Betty” original and CBS’s “CSI: NY” encore.
From its first half-hour to its second, “SVU” increased in all key ratings categories, with growth in adults 18-49 of 13 percent (to a 3.5 from a 3.1). (((“Law and Order: SVU” has added an average 23 percent to its 18-49 rating and more than 1.3 million total viewers when going from its “live plus same day” to its “live plus seven day” results

“SVU” was up 57 percent in 18-49 rating versus NBC’s average in this time period for the traditional 2008-09 season (3.3 vs. 2.1). In total viewers, “SVU” was up 50 percent or more than 3.5 million persons versus NBC’s average in the slot for the 2008-09 regular season (10.6 million vs. 7.0 million). This was NBC’s top 18-49 rating in this time period with regular scripted programming in nearly two years (since April 23, 2008, “Law & Order”).

This marks the fourth consecutive week that “SVU” has ranked #1 or tied for #1 in the Wednesday 10 p.m. ET hour.

On Thursday, March 25, from 8-8:30 p.m. ET, “Community” (2.1/7 in 18-49, 5.1 million viewers overall) delivered its highest 18-49 rating since March 4 and its biggest overall viewership since February 11, ranking #2 among the major networks (and #1 in non-sports programming) among adults 18-49, adults 18-34 and all key adult-male demos. “Community” ranked #1 overall in women 18-49, topping CBS’s NCAA Basketball as well as all other major network entertainment programming in that demo. “Community”
was up versus the prior week by 5 percent in adults 18-49 (2.1 vs. 2.0), marking its second consecutive week of growth in the demo (((It is worth noting that so far this season, “Community” has added 24 percent to its 18-49 rating when going from its “live plus same day” to its “live plus seven day” results.

From 8:30-9 p.m. ET, “Parks and Recreation” (2.0/6 in 18-49, 4.5 million viewers overall) ranked #2, and #1 non-sports, among the major networks in adults 18-49, adults 18-34 and all key adult-male demos. “Parks” retained 95 percent of its 18-49 lead-in and has now retained 95 percent or more of it is lead-in with 19 of 20 original telecasts this season. “Parks and Recreation” has added 19 percent to its 18-49 rating when going from its “live plus same day” to its “live plus seven day” results.

Thursday from 9-9:31 p.m. ET, “The Office” (3.5/10 in adults 18-49, 7.3 million viewers overall) ranked #1 in its time period in adults 18-34, topping all other network programming, including CBS’s NCAA Basketball telecast in that demographic. Among adults 18-49, “The Office” ranked #2 among non-sports programming on the major networks, one-tenth of a rating point behind “Grey’s Anatomy” in that half-hour (3.5 vs. 3.6). “The Office” was the #1 non-sports program in the half-hour in all key adult-male demos. “The Office” is a heavily time-shifted show, adding an average 28 percent to its 18-49 rating so far this season when going from its “live plus same day” to its “live plus seven day” results. In total viewers, “The Office” adds more than 1.9 million viewers to its previously reported “live plus same day” results when “live plus seven day” ratings are released

Thursday from 9:31-10 p.m. ET, “30 Rock” (2.9/8 in 18-49, 6.3 million viewers overall) ranked #2 in the slot in all key adult-male and all key adult-female demos. “30 Rock” is a heavily time-shifted program, so far this season adding an average 25 percent to its 18-49 rating when going from its “live plus same day” to its “live plus seven day” results. In total viewers, “30 Rock” adds more than 1.3 million viewers to its previously reported “live plus same day” results when “live plus seven day” ratings are released.

Thursday at 10 p.m. ET, “The Marriage Ref” (2.5/7 in 18-49, 6.6 million viewers overall) retained 86 percent of its 18-49 lead-in and built on its lead-in by 6 percent in total viewers. “Marriage Ref” ranked #2 among the major networks in the hour in all key adult-male demos, behind only NCAA basketball.

On Friday, March 26 from 8-9 p.m. ET, “Who Do You Think You Are?” (1.5/5 in adults 18-49, 6.2 million viewers overall) ranked #2 in the time period (and #1 non-sports) in total viewers and ranked #1 overall in women 18-49 and women 25-54. “Who Do You Think You Are?” improved on NBC’s average in the time slot during the traditional 2008-09 season by 25 percent in adults 18-49 (1.5 vs. 1.2) and 38 percent in total viewers (6.2 million vs. 4.4 million).

Friday from 9-11 p.m. ET, “Dateline NBC” reported a 1.4/5 in 18-49 and 6.8 million viewers overall. “Dateline” improved on NBC’s average in this time period during the traditional 2008-09 season by 37 percent in total viewers (6.8 million vs. 5.0 million).

On Saturday, March 27, from 8-9 p.m. ET, an encore telecast of “Parenthood” averaged a 0.5/2 in 18-49 and 1.9 million viewers overall. At 9 p.m., a rebroadcast of “Law and Order” (0.8/3 in 18-49, 4.3 million viewers overall) increased from its first half-hour to its second by 43 percent in adults 18-49 (to a 1.0 from a 0.7) and 28 percent in total viewers (to 4.8 million from 3.7 million).

Saturday from 10-11 p.m. ET, an encore telecast of “Law and Order: Special Victims Unit” (1.3/4 in 18-49, 4.8 million viewers overall) ranked #1 among the major networks in the hour in adults 18-49 and ranked #1 or #2 in all other key measures.

On Sunday, March 28, from 7-8 p.m. ET, “Dateline NBC” averaged a 0.9/3 in adults 18-49 and 4.4 million viewers overall.

Sunday from 8-9 p.m. ET, “Minute To Win It” (1.9/5 in 18-49, 5.7 million viewers overall) grew versus the prior week by 6 percent in adults 18-49 (1.9 vs. 1.8) and by 12 percent in total viewers (5.7 million vs. 5.1 million). From its first half-hour to its second, “Minute” increased by 47 percent in 18-49 rating (to a 2.2/6 from a 1.5/4) and by 32 percent or more than 1.5 million persons in total viewers (to 6.5 million from 4.9 million).

Sunday from 9-11 p.m. ET, “The Celebrity Apprentice” (2.8/7 in 18-49, 7.3 million viewers overall) increased versus the prior week by 8 percent in adults 18-49 (2.8 vs. 2.6) and 7 percent in total viewers (7.3 million vs. 6.8 million). In the time period “Celebrity Apprentice” ranked #2 among the major networks in total viewers, adults 25-54, men 25-54 and men 18-49.

From its first half-hour to its fourth, “Celebrity Apprentice” increased by 19 percent in 18-49 rating (to a 3.1/9 from a 2.6/6) and by 22 percent or more than 1.4 million persons in total viewers (to 8.1 million from 6.7 million). For its final half-hour from 10:30-11 p.m. ET, “Celebrity Apprentice” ranked #1 in adults, men and women 18-49; adults, men and women 18-34; and adults and men 25-54, and tied for #1 among women 25-54.

“Celebrity Apprentice” was up 27 percent in 18-49 rating versus NBC’s non-sports average in the time period this season prior to “Celebrity Apprentice” (2.8 vs. 2.2, “live plus same day”), and was up 17 percent in total viewers (7.3 million vs. 6.3 million).

NBC’s Sunday primetime audience built steadily throughout the night against tough competition on the other broadcast networks, nearly quadrupling in 18-49 rating (to a 3.1/9 from a 0.8/3) and increasing 82 percent in total viewers (to 8.1 million from 4.5 million) from the first to the final half-hour of primetime.